New Ideas in Marketing
Essential news for marketers, summarised by YouGov

The success of a company’s marketing strategy depends on its branding.

This piece argues that companies should have a memorable and unique name, which gives an idea about the brand and its offerings. Establishing a strong brand and product name before marketing their brand is essential unless the company wants to confuse their prospective customers.

This article cites how an app “Burbn” was directionless and confusing. Later, its founders came up with a better brand name “Instagram”, that appropriately reflected its offerings. The name of the brand should also be industry-appropriate as changing the brand name later can potentially cost more time and money. 

The author contends that the personality and tone of all brand communications should match with their target audience. But they should also be innovative and stable to be identifiable.

Read the original article

[4 minute read]

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